A SYNOPSIS REPORT ON

THE INFLUENCES OF
CONSUMER BEHAVIOUR ON
ADVERTISING

SUBMITTED BY – PRATEEK RAI

SUBMITTED TO – MS. MEENAL

SHARMA
INTRODUCTION

CONSUMER IS A PERSON WHO BUYS GOODS AND

USES THEMTHEREFORE CONSUMER KEEPS THE
PRODUCTION CYCLE MOVING. CONSCIOUSNESS OF
GOOD INFLUENCES AFFECT CONSUMERS PURCHASE
OF THAT GOOD THUS ADVERTISING PLAYS A ROLE
IN INFLUENCING TASTE AND PREFRENCE OF
CONSUMER CHOICE.
ADVERTISING IS ALL ABOUT MASS PUBLICITY OF
PRODUCTS. IT INVOLVES CREATING AWARENESS OF
PRODUCT USE’S AND THEIR BENEFIT TO
CONSUMERS. FROM COHENS DEFINITION IT CAN BE
FOUND THAT ADVERTISING SATISFIES THREE
OBJECTIVIES TO INCREASE SALE OF FIRMS, TO
GUARENTEE CONSUMER A GREAT DEAL OF SERVICE
AND FINALLY TO ENSURE THE SOCIAL AND
ECONOMIC WELFARE OF SOCIETY.
SIGNIFICANCE OF THE STUDY

The study will be beneficial for firm by

this study firm can identify the
influences of advertising on consumer
behavior.
The readers will understand the
influences of advertising on consumers.
The study will be beneficial for future
researchers as it will provide the data for
their research
CONCEPTUALIZATION
INFLUENCES OF ADVERTISING ON
CONSUMER BEHAVIOUR –
CULTURAL AND SOCIAL INFLUENCES
-culture
-social class
-reference groups
-family
-demographics
-geography
PSYCHOLOGICAL INFLUENCES
-perception
-learning
-motives
FOCUS OF THE STUDY

NOWADAYS TO IDENTIFY THE INFLUENCE

OF ADVERTISING ON CONSUMER
BEHAVIOUR IS IMPORTANT FOR
MARKETERS. ADVERTISING INFLUENCES
THE CONSUMER IN SEVERAL WAYS. THE
FOCUS OF THE STUDY IS “INFLUENCES OF
ADVERTISING ON CONSUMER BEHAVIOUR”
IS TO UNDERSTAND HOW ADVERTISING
AFFECTS CONSUMERS AND THEIR
DECISIONS.
OBJECTIVES OF THE STUDY
The general objective of this study was to
establish the influence of advertising on
consumer buying behavior.
SPECIFIC OBJECTIVE OF STUDY-
1-To identify media of advertising
2-To identify ways in which advertisement
influence purchasing behavior
3-To identify how different advertisements
influence consumer behavior
RESEARCH METHODOLOGY

TOPIC

NATURE OF RESEARCH

The nature of study is exploratory and descriptive in

nature

Universe

The universe is gurgaon

Sampling technique

simple random sample

stratified random sample
cluster sample

data collection

based on both primary as well as secondry data

primary data will be collected through
questionnaire
secondary data will be collected through business
magazines , books , internet etc

LIMITATIONS OF THE STUDY

-limited time period

-the study will be based on secondary data
therefore it may incorporate all limitations
of secondary data
-lack of reliability of secondary data
-whatever information is relevant today
may not be relevant tomorrow
ORGANIZTION OF STUDY

The proposed study would be organized as under –

Chapter1 – Introduction
This would include the introduction of the subject
and the objectives to be achieved

Chapter2- review of existing literature

A literature r surveys articles, books and other form
of literature related to the issue

Chapter 3-
Research methodology
This would include the nature of the proposed
study, type and source od data collection and the
techniques used.

Chapter4- Analysis and interpretation

Here data collected would be analyzed, edited,
coded and tabulated with various graphical
techniques

Chapter5- Conclusion
This will provide the end result of the proposed
study thereby defining the reasons for which the
reasons are offered

CHAPTER6- SUGGESTIONS AND

RECOMMENDATIONS
This part would offer the suggestions for impact
BIBLIOGRAPHY

WWW.RESESACHGATE.COM

WWW.STUDYAIDS.COM

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